Sessions Branding

To our science target audience, Scientific Sessions is one of the best-known products offered by the American Heart Association, and it will continue to be one of our core competencies. In elevating Scientific Sessions to "master brand" status, we acknowledge its importance and add even greater value to its broad and deep content offerings. The main science areas and many subspecialties are a vital part of the Scientific Sessions experience, and master branding signals that we will achieve a high degree of control over both the meeting content and the related product content as we distribute information in the future.

Branding has a key role in how our information is conveyed, and the image we wish to achieve is expressed in our brand promise:

Scientific Sessions Brand Promise

Create a healthier world through cardiovascular and stroke science.

Make a truly exciting experience of scientific discovery.

Connect health professionals to their future.

Do it all with a standard of excellence.

Branding encompasses every aspect of communication with Scientific Session participants. Specific guidelines follow, but some combination of the following elements of tonality should always be represented:

Core Message (What we want participants to say)
"It is important for me to attend the Scientific Sessions because there I feel connected to the future, gaining exposure to the leading scientists, clinicians and research of our time. I can sense that we are on the verge of breakthroughs that will change the lives of many. As I acknowledge the accomplishments and advancements of my colleagues, I feel inspired to apply this new knowledge to elevate the level of my own work.

Tonality

American - Spirited, driven, adventurous, proactive, dynamic

Human - Personable, warm, inviting, caring, approachable

Scientific - pure, unbiased, logical, disciplined, serious, technical

Bold - Strong, full-bodied, rich, memorable, intensity

Mature - sense of history, wisdom, integrity, quality-focused, prestigious

Progressive - fast, nimble, flexible, advanced